CLARITAS Demographic Profiles

Profile your customers with in-depth demographic data

Overview

Demographics are the foundation of marketing research, market planning, and distribution strategies. Nielsen Claritas provides precise, qualified demographic profiles at the household and neighborhood level to help you understand the types of households that are in a segment in terms of age, income, etc.

Features & Benefits

Demographic Profiles allow you to examine segment and target group composition to:

• Optimize marketing efforts by focusing on the customers that matter most
• Deliver a relevant message, improving ad versioning and product positioning
• Select the most efficient distribution channels
• Facilitate better list purchases, media buys and product packaging

When used in conjunction with Nielsen Claritas behavioral segmentation systems, Demographic Profiles will:

• Enhance target group creation and description
• Refine ad versioning to deliver the right message to the right people
• Locate more favorable sites
• Improve product lifecycle management

Household Demographic Profiles are built annually using self-reported MRI demographic data. In general, they provide sharper profiles than Neighborhood Demographic Profiles because they are created at the household level.

Neighborhood Demographic Profiles are built from Nielsen Claritas Pop-Facts using block-group level data. There are many more profiles to choose from when compared to Household Demographic Profiles.

It is important to note that the Demographic Profiles simply describe the segments; they do not define them. For example, while some segments may have an overwhelming presence of children because assigned households are middle-aged and live in the suburbs, not all households in that segment will necessarily have children. Some segments are specifically defined as having children while others end-up with above average rates for presence of children due to other demographic factors that are highly correlated.

Technical Specifications

To assist our clients in leveraging these insights, Demographic Profiles are available in the following software platforms:

PrimeLocation
iMARK OnLine
AdSelect
ConsumerPoint
MarketPlace

Household Demographic Profiles
The Household Demographic Profiles are created from self-reported demographic data from the MRI Survey of the American Consumer. First survey respondents are assigned a segment code based on self-reported data and weights derived from current-year segment population distributions. Data is then tabulated across all survey respondents and segments to create the profiles for each demographic attribute.

Neighborhood Demographic Profiles
The first step in creating Neighborhood Demographic Profiles uses the single segment assignment of a block group. As an example block group 370630015022, located in ZIP Code 27705 in Durham, North Carolina, is assigned PRIZM Segment 47–City Startups. While overall the block group is lower middle class there are some households with income less than $15,000/year and a few with incomes over $200,000/year. At a household level these poorer and richer household would receive unique assignments but at block group level they are considered City Startups.

Using the single segment assigned to the block group and the counts of household by income range within the block group, each is aggregated to create the national income distribution of all City Startup block groups–and then repeated for each and every segment. Once tabulated across all block groups and all segments, they become the Neighborhood Demographic income profiles for each behavioral segmentation system. These profiles are useful to describe the character of the neighborhoods where you will find given segment households, and are invaluable for elements that are not available, or as detailed at a household level such as urbanization, home value, race and ethnicity and our census-based demographic items.

Find out how 35 years of demographic expertise from Nielsen Claritas can empower your marketing strategies, call 866-737-7429.